Children under 12-years old are being targeted by the EU White Paper on Nutrition and Physical Activity, which was adopted at the end of May to tackle Europe's obesity epidemic.
Legislators will expect voluntary action and "self-regulation" from the food and drink industry to improve people's health, said Robert Madelin, director general of DG Health and Consumer Protection (Sanco) at the European Commission (EC). But he implied that a stick was being held in reserve if it doesn't, with a review planned for 2010.
However, Madelin dismissed the idea of a fat tax and used the example of alcohol in different tax regimes across the EU. "We are too rich for changes in taxation to have an effect on consumption. I am rather a sceptic."
Speaking at an EU Food Law conference in Brussels in June, Madelin stressed: "Clearly the under-12s are a target, then the rest of us and the workplace is a key element; 12 is the new six for advertising purposes."
Madelin said challenges would include product reformulation and restrictions on advertising of foods high in fats, sugar and salt. He said lessons learnt from the UK, particularly on salt reduction, would provide an example.
The White Paper was generally well received by food manufacturers. Lyn Trytsman-Gray, director of public affairs for Kraft Foods, said: "It is good that the White Paper is taking a fairly holistic approach." But, she warned legislators about moving targets: "You can't keep reducing, say, fat ad infinitum. We hope the Commission will take a rational approach."
MEP Dorette Corbey said: "Most producers are willing to improve their products, provided they can be sure some improvement in quality will pay off."
Madelin accepted cultural diversity meant differences in emphasis between EU nations, but admitted: "We will go for harmonised legislation if we feel that would help. The ambition is to do some salt reduction for all EU citizens."
But he warned the industry: "If you are not serious in support of the strategy, people will notice in the years ahead." Corbey added: "If self-regulation does not bring results, legislation should be brought in very fast."